What Personally Attracts Volunteers to the Master Gardener Program?

Budget cycles and downsizing in the Cooperative Extension Service have threatened program availability, expansion, and staffing. One way to maintain the current level of programs and services is to recruit and retain volunteers. Effective recruitment and retention depend on understanding the motivators that influence individuals to volunteer.

The motives for volunteer involvement are many. Smith (1972) proposed that special attitudinal factors influence volunteer participation in addition to demographic factors such as age, gender, and educational and income levels. These attitudinal factors include perceived benefits individuals gain from volunteering in the organization (personal benefits).

Personal benefits from volunteering as a Master Gardener include gaining knowledge, self improvement (Simonson & Pals, 1990; Stowe & Marr, 1992), and helping and working with others (Simonson & Pals, 1992). Other studies of Extension  volunteer programs (Rohs, 1986; Van Tilburg-Norland, 1992) showed that reputation or status of the organization or program attracted persons and influenced participation, as did the reputation of specific individuals (Rohs, 1986; Stowe & Marr, 1992).

Few researchers have looked at these factors together. The study reported here sought to combine two broad factors (demographics and personal benefits) into one study to determine the relative importance of these factors to volunteers in the Georgia Master Gardener program.

Methodology

Data were collected from Master Gardeners in 12 Atlanta metropolitan counties who completed the Master Gardener training program. A preaddressed, stamped questionnaire was mailed to 110 individuals. To increase the response rate, follow-up mailings were administered 2 weeks later to nonrespondents. Replies from late respondents were compared statistically to early respondents to estimate the nature of replies from nonrespondents, as proposed by Miller and Smith (1983). No significant differences were found on key variables (demographic and volunteering activity) between early and late respondents. A total of 77 individuals returned the questionnaire, for a response rate of 70%.

Attitudinal factors were found to influence participation in a voluntary activity. The attitudinal factor (personal benefit) examined in this study was defined as the benefits the individual gains from the program and the aspects of the program that are attractive to the individual.

A scale was constructed using Likert type statements to measure personal benefit. Initially, 27 statements were submitted to a six-member panel of Extension agents and former master gardeners. Based on their judgments, 19 statements were deemed acceptable and incorporated into the instrument used during a pilot test. For the pilot test, the Cronbach alpha coefficient (Cronbach, 1971) was used to assess the reliability of the scale included in the questionnaire. The reliability coefficient for the personal benefit scale was 0.89.

Personal benefit of the program was determined by summing the responses to each of 19 items in the scale in which volunteers indicated on a 5-point scale ranging from 1 (strongly disagree) to 5 (strongly agree) the degree to which they agreed or disagreed with the statement. Mean scale scores for each individual >2.5 on a grand scale mean were interpreted as indicating that the Master Gardener program had some benefit features that could be realized on an individual basis by being a Master Gardener volunteer.

Demographic questions included:

• Age,
• Previous 4-H membership,
• Gender,
• Income,
• Marital status,
• Education,
• Occupation,
• Volunteer experience of parents and spouses,
• Residence, and
• Length of residence.

To gain a more thorough understanding of Master Gardeners' present voluntary activity, they were asked:

1. If they were presently volunteering in the program and
2. How many hours they had volunteered at the local, area and state levels.

Results and discussion

Demographics

Middle-aged married females comprised the majority of Master Gardener Volunteers (Table 1). The data revealed that 55% were over 50 years of age, 69% were women, and 84% were married. Few had any previous family connection to Extension programs. Almost three fourths (73%) were not previous 4-H members, 97% indicated that their parents had not been Extension  volunteers, and 90% of the married Master Gardeners indicated that their spouses were not Master Gardener volunteers. These data suggest that a non-traditional volunteer audience has been recruited.

Occupationally, 29% of the volunteers indicated they were retired, followed by 24% who were homemakers, and 23% who were employed in business. Professionals and laborers comprised the two remaining groups, with percentages of 16% and 8%, respectively.

Income and educational levels were high. Fifty-two percent reported incomes at or about the $50,000 category. Over three fourths (80%) were high school graduates. Of these, 41% had some college education, 35% had completed college, and 16% had additional graduate or professional education.

Most volunteers resided in the suburbs (57%). Urban residence was reported by 32% of the volunteers, and rural residence by 11% of the volunteers.

While length of residence was rather evenly divided (42% 10 plus years, 31% 5-10 years, and 27% fewer than 5 years), 58% of the volunteers had resided in their present location 10 years or less. This suggests that this volunteer base is more mobile than more traditional Extension volunteer audiences are.

Table 1.
Demographics of Georgia Master Gardeners

Parameter	Percentage
Age
Under 25	5
25 to 50	40
Over 50	55
Gender
Female	69
Male	31
Marital status
Married	84
Single	16
Previous 4-H member
Yes	27
No	73
Occupation
Business	23
Homemaker	24
Retired	29
Professional	16
Laborer	8
Income
Less than $20,000	12
$20,000 to $50,000	36
More than $50,000	52
Parents were Extension volunteers
Yes	3
No	97
Education
High school graduate	80
Some college	41
College graduate	35
Graduate or professional school	16
Spouse is a Master Gardener volunteer
Yes	10
No	90
Residence
Urban	32
Suburban	57
Rural	11
Years in present location
Less than 5	27
5-10	31
More than 10	42

Voluntary Activity

The data revealed that 90% of the Master Gardeners were presently volunteering in the Master Gardener Program (Table 2). About half (52%) of the volunteers gave 20 hours or more per year at the county level, conducting training sessions, answering phone calls, writing letters and reports, preparing for Master Gardener programs, and participating with other Master Gardeners in meetings, activities, and committee work. Of these volunteers, 40% gave more than 40 hours per year. Forty-three percent gave 20 hours or more at area and state levels, participating in fairs, tours, or other statewide events, and, of these volunteers, 28% gave more than 40 hours per year.

Table 2.
Voluntary Activity of Georgia Master Gardeners

Activity	Percentage
Presently volunteering as a Master Gardener
Yes	90
No	10
Hours volunteered per year at the county level
Less than 20	48
20-40	12
More than 40	40
Hours volunteered per year at area and state level
Less than 20	57
20-40	15
More than 40	28

Personal Benefits

Master Gardeners also had a favorable attitude relative to the personal benefits gained from the program. Their grand mean scale score was 3.5, with a range from 2.30 to 4.38 (Table 3). Item means indicated that the five items personally most attractive to the volunteers were

1. Status,
2. Flexibility of the program,
3. Quality of the leaning materials,
4. Rewards for being a Master Gardener, and
5. Excellence of training.

Table 3.
Personal Benefits of Georgia Master Gardener Program

Statement	Mean
I like the status of belonging to the Master Gardener organization.	4.38
I like the flexibility I have as a Master Gardener to conduct the types of volunteer work I want.	4.36
Master Gardener materials (training, manuals, newsletters) are excellent.	4.34
There are many rewards for being a master Gardener.	4.25
As a volunteer organization, the Master Gardeners provide excellent training sessions on conducting adult programs.	3.98
I felt I would have plenty of help after becoming a Master Gardener volunteer.	3.93
Master Gardener provides training for leaders in several skill areas I wanted to develop in myself.	3.81
I feel Master Gardener volunteers are adequately rewarded for their volunteer efforts.	3.80
I receive praise and recognition from being a Master Gardener volunteer.	3.73
The Master Gardener Program does and excellent job of providing recognition.	3.68
As a Master Gardener volunteer, I have gained the respect of many people in the community.	3.44
By becoming a Master Gardener volunteer I felt I could help alleviate some societal problems.	3.32
I like to work with youth and Master Gardeners provides that opportunity.	3.30
The Master Gardener organization is regarded as a highly prestigious organization in the community.	3.28
I became a Master Gardener volunteer because I wanted to meet more people.	3.18
The Master Gardener Program is well known in my community.	2.82
Many influential people in our community belong to the Master Gardener organization.	2.61
There are certain economic benefits gained from being a Master Gardener volunteer.	2.60
The income tax deductions for volunteering are an attractive feature in volunteering in the Master Gardener program.	2.30
Grand personal benefits scale mean	3.50
1 = strongly disagree, 5 = strongly agree.

Demographics and Personal Benefits

To further investigate these findings, additional analysis was performed. For each social background factor, individuals were divided into two groups (e.g., male, female; retired, not retired; 49 years or less, more than 49 years). Item mean scores for each group were computed and analyzed to determine if significant differences existed between the two groups on the top five personal benefits items. Several differences were found (Table 4).

Those Master Gardeners whose parents were Extension volunteers rated status of the Master Gardener program, flexibility of volunteer work, excellence of training materials, rewards, and training sessions higher than those who did not have parents volunteering in Extension. Likewise, Master Gardeners who were retired rated the flexibility of volunteer work and rewards higher than those not retired. Males rated the excellence of training materials higher than females, while those who had spouses in the program rated the training sessions higher than those who did not have spouses in the program.

Data analysis (r = 30, p<.01) also revealed that the higher a person's overall score on the personal benefits scale, the more likely that person to continue to volunteer in the program.

Table 4.
Significant Differences in Group Means on Top Five Personal Benefit

	Meana
Personal Benefit Item	Group 1	Group 2	T-Value
Status of Belonging
Parents Extension Volunteers Grp. 1 = no. Grp. 2 = yes.	4.36	5.00	-6.88*
Flexibility of Volunteer Work
Parents Extension Volunteers Grp. 1 = no, Grp. 2 = yes.	4.32	5.00	-6.77*
Occupation Grp. 1 = retired. Grp. 2 = not retired - all others.	4.65	4.23	2.62*
Master Gardener Materials
Parents Extension Volunteers Grp. 1 = no. Grp. 2 = yes.	4.31	5.00	-5.73*
Gender Grp. 1 = male. Grp. 2 = female.	4.23	4.65	-2.62*
Rewards for Being a Master Gardener
Occupation Grp. 1 = retired. Grp. 2 = not retired - all others.	4.70	4.06	3.71*
Parents Extension Volunteers Grp. 1 = no. Grp. 2 = yes.	4.21	5.00	-6.94*
Training Sessions
Age Grp. 1 = < 49 years. Grp. 2 = > 49 years.	3.74	4.25	-2.09*
Spouse a Master Gardener Grp. 1 = yes. Grp. 2 = no.	4.57	3.92	2.65*
Parents Extension Volunteers Grp. 1 = no. Grp. 2 = yes.	3.85	5.00	-7.69*
a 1 = strongly disagree 5 = strongly agree * p < .01 ** p < .05

Summary and Implications

These findings have implications for how we recruit volunteers for the Master Gardener program and how we can keep them involved. Background information about an individual, such as age, marital status, occupation, and whether or not he or she has parents with previous volunteer experience, can help Master Gardener coordinators identify persons who are more likely to volunteer.

Having knowledge of current volunteer profiles can also aid retention efforts. Retention efforts should emphasize the personal benefits these individuals may realize from being a Master Gardener volunteer.

For this group of volunteers, the top five personal benefits were the:

1. Status of belonging to the Master Gardener organization,
2. Flexibility to conduct the type of volunteer work they want,
3. Quality of the training materials,
4. Various rewards one realizes for being a Master Gardener volunteer, and
5. Excellent training provided by the Extension organization.

As limited budgets and downsizing in Extension continues to threaten program availability, expansion, and staffing, the effective recruitment and retention of volunteers to maintain these programs will be increasingly important. Promoting the Master Gardener organization as a highly valued and sought after program that offers a variety of volunteer opportunities and flexible hours are personnel benefits that should be emphasized during recruitment and retention efforts. Stressing the quality of the training materials and instruction by university experts from Extension are also important motivators to volunteers.

As perceived personal benefits increase, retention of volunteers also increases. Personal benefits become even more important for retired male volunteers over the age of 49 who have a family connection to an Extension program. While beyond the scope of this study, personal benefits may be a key motivator in other Extension programs, as well. Identifying those benefits and stressing their importance may significantly affect voluntary activity and program availability.

References

Cronbach, L. (1971). Essentials of psychological testing. 3rd ed. Harper and Brothers, New York.

Miller, L., & Smith, K. (1983). Handling non-response issues. Journal of Extension. 21(3) pp. 45-50.

Rohs, F. (1986). Social background, personality and attitudinal factors influencing the decision to volunteer and level of involvement among adult 4-H leaders. Journal of Voluntary Action Research. 15(1) pp. 87-100.

Simonson, D., & Pals, D. (1990). Master Gardeners: Views from the cabbage patch. Journal of Extension [On-line]. 28(2). Available at: http://www.joe.org/joe/1990summer/rb3.html

Smith, D. (1972). Social background and social role determinants. In: D. Smith (ed.). Voluntary action research. Lexington Books, Lexington, Mass.

Stowe, L. & Marr, C. (1992). Retaining Master Gardener volunteers. Hort Technology 2:244-245.

VanTilburg-Norland, E. 1992. Why adults participate. Journal of Extension [On-line]. 30(3). Available at: http://www.joe.org/joe/1992fall/a2.html